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How to Brand and Market Your USP Online
 

How to Brand and Market Your USP Online

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My Preso from Mortgage Tech Summit '11

My Preso from Mortgage Tech Summit '11

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How to Brand and Market Your USP Online How to Brand and Market Your USP Online Presentation Transcript

  • "If
I
can
guarantee
your
closings
in
10
days,

  • Ten
Day
Close:
How
to
Brand
and
Market
your
USP
Online
  • Elements
of
your
overall
strategy •
Identify
your
goals •
Define
your
unique
selling
proposition
(USP) •
Define
your
target
audience •
Create
a
social
media
strategy •
Choose
tactics
or
tools
(tech
outlets) •
Measure
your
results
(ROI)
  • What
is
your
Goal?



Identify
your
goals •
Do
you
just
want
to
give
people
something
to
talk
 


about? •
Do
you
want
to
create
a
brand
out
of
your
USP? •
Do
you
want
to
identify
yourself
as
a
Specialist,
or
 Expert,
in
a
specific
niche?

 •
203K’S •
USDA •
Do
you
want
to
generate
specific
leads?
  • Define
your
USP



 Define
your
Unique
Selling
Proposition
(USP)What
sets
you
apart?
We
have
a
very
efficient
mortgage
machine
that
we
can
capitalize
on. What
are
your
competitors
doing,
or
not
doing? •
They
are
taking
months
to
get
loans
closed Is
your
USP
service
oriented
or
product
oriented? •
In
this
case,
service.

There
is
a
void,
and
were
filling
it. What
is
the
result
of
your
USP
to
the
target
audience? •
Less
stress,
something
to
market,
gives
an
edge
in
a
 competitive
market.
  • Define
your
target
audience Who
am
I
targeting? •
Am
I
going
after
consumers? •
Am
I
going
after
business/referral
 


relationships?
  • Create
a
Social
Media
StrategyCreate
a
social
media
strategy Remember,
this
part
is
social.
Not
business.

 •
How
will
you
represent
your
USP
online?
  • Technology
outlets Tactics
&
Tools 
Reach
your
target
audience •
Wordpress
is
your
friend‐
Drive
all
marketing
efforts
 


here •
Contact
forms:
Lead
generation •
Content
creation
=
SEO •
Email
Signatures
‐
HTML
links
to
your
USP
marketing
  • Tactics
&
Tools Create
a
Social
Media
Strategy Remember,
this
part
is
social.
Not
business.

 •
Facebook •
Personal
Pages
‐
Reach
your
individual
 


warm
markets •
Business
Pages
‐
Communicate
with
your
 business
market •Extension
of
your
site
or
landing
page •
Facebook
Ads‐
Inexpensive
way
to
create
a
 following •
Twitter
‐
Viral,
3rd
party,
compounding
reach,

  • Tactics
&
Tools Create
a
Social
Media
Strategy Remember,
this
part
is
social.
Not
business.


  • Tactics
&
Tools Create
a
Social
Media
Strategy Remember,
this
part
is
social.
Not
business.


  • Tactics
&
Tools
  • Tactics
&
Tools •
Foursquare
‐
Specials?

Real
Estate
offices,
your
 office,
title
offices,
etc. •
Industry
meetups
‐
BarCamps,
REBlogworld,
 


Technopalooza,
etc. •
LinkedIn
‐
Create
a
group,
Join
a
group,
Introduce

  • Tactics
&
Tools Create
a
Social
Media
Strategy Remember,
this
part
is
social.
Not
business.

 •
YouTube: •
Allows
you
to
explain
your
USP •
Allows
others
to
praise
your
USP •
Agent
testimonials •
Borrower
testimonials •
Easy
to
embed,
easy
to
spread
to
the

  • Measure
your
results
(ROI) Measure
your
results Metrics
 •
Google
analytics
for
your
site •
Facebook
analytics
for
your
business
page •
Hashtags
on
Twitter
‐
search
to
get
a
 


snapshot
of
your
traction •
Use
USP
specific
phone
numbers
 •
Google
Voice
‐
Track
incoming
calls •
Forms
‐
Lead
generation

  • What
about
copycats? What
about
Copycats?



 •
If
youre
successful,
you
will
have
"me
toos" •
Be
First •
Be
Consistent •
Be
Aggressive •
Own
it
  • Elements
of
your
overall
strategy •
Identify
your
goals •
Define
your
unique
selling
proposition
(USP) •
Define
your
target
audience •
Create
a
social
media
strategy •
Choose
tactics
or
tools
(tech
outlets) •
Measure
your
results
(ROI)
  • USP
Branding:
Mafia
Style Get
yourself
a
Don:
  • USP
Branding:
Mafia
Style Get
yourself
a
Don: Kevin
Kosisky
  • USP
Branding:
Mafia
Style Get
yourself
an
Enforcer:
  • USP
Branding:
Mafia
Style Get
yourself
an
Enforcer: Steve
Lines Drives
the
push
and
the
brand
  • USP
Branding:
Mafia
Style Get
yourself
a
Janitor:
  • USP
Branding:
Mafia
Style Get
yourself
a
Janitor: Justin
McHood The
Cleaner If
something
doesnt
work,
 he
cleans
up
the
mess.
  • Ten
Day
Close:
How
to
Brand
and
Market
your
USP
Online Shane
Hollenback